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The importance of employee–customer relationships in marketing a service (AO3)


People are the most important element of any service experience and can have a profound positive or negative effect on customer satisfaction. The reputation of a firm’s brand rests in the hands of its employees.
Services are normally produced and consumed at the same moment and aspects of the customer experience are altered to meet individual needs.
Customers buy services from people they like, so the attitude, skills, behaviour and appearance of staff are crucial to satisfaction and service quality. The training of staff is central to successful service delivery.

Examiner tip

Remember, people in the context of a service refers to the employees who deliver the service, not to the public or to customers.